Hotel Indigo
Connecting with the Next Gen Traveler
With 134 hotels open globally and another 124 in the pipeline, Hotel Indigo (part of IHG Hotels & Resorts) saw an opportunity to connect and build relevance with the Next Gen Traveler in a way that complemented the brand’s global growth momentum.
Putting User-Generated Discoveries to Work
Every destination leaves an impression, but the best leaves a mark. Hotel Indigo inspires local discovery through a world of neighborhood stories, turning guests into insiders that leave with more than they came with. Hothouse set out to capture this meaningful connection with a :30 spot and social campaign that empowers the Next Gen Traveler to travel their own way. To breathe new life into existing footage, we combined content generated by real Hotel Indigo travelers with refreshed brand assets over a narrative that captured this sense of being “in the know.” And to meet the Next Gen Traveler where they are, we utilized targeted placements on YouTube TV.
Embracing Discovery Through Music
Music is an integral part of the Next Gen Traveler’s life. Knowing this, we sought to find a music track that fulfilled the desire to discover – and would capture our audience’s attention. The result was a custom music track written and recorded for the spot by up-and-coming band Likely Beings.
The Results Are Clear: Strong Narratives Resonate
With more than 6.4 million+ views since its launch on YouTube TV, it’s evident that Next Gen travelers are discovering the hotel brand that’s built for, well, discovery too.